Coca-Cola CEO M. Douglas Ivester is confident that the soft drink giant will weather the economic gloom that has pervaded the Asian region, Russia and Brazil. Coca-cola has employed marketing strategies such as making its products more affordable in Brazil and Indonesia and increasing its advertising in Russia. It has not backtracked either in its investments abroad, most especially in Japan and in Russia. These, despite the decline in earnings that resulted from the Asian economic crisis and weak foreign currencies.